Social Media Marketing Podcast The Death of Organic Reach: What Works Right Now
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Dec 25, 2025 
Mari Smith, a leading Facebook marketing expert, and Sean Cannell, a YouTube specialist and CEO of Think Media, delve into why organic reach has plummeted. They discuss how interest-based algorithms are changing the game for visibility on social platforms. Optimizing content for retention and experimenting with new features are crucial strategies. Mari shares a success story of a client thriving with diverse content types, while Sean emphasizes the need for businesses to adapt and focus on meaningful engagement rather than just views.
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Platforms Are Now Interest-Based
- Meta platforms are now “interest media” where AI-powered algorithms recommend content to non-followers based on interaction data.
- Creators must focus on being recommendable to reach new audiences outside their follower base.
Views Down, Opportunity Still There
- YouTube views are down broadly, driven by divided attention and the rise of Shorts and AI content.
- The opportunity remains if creators innovate, pivot, and improve content quality and packaging.
Split Test Thumbnails And Titles
- Split test thumbnails and titles to optimize click-through and video performance using micro budgets or YouTube's built-in tests.
- Revisit older videos and run new thumbnail/title tests to improve long-term channel results.